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Meet the Core Team

DHRUBA GUPTA

Managing Director
Dhruba’s career in market research spans 30 years. He is a recognised industry leader, known for his work on customer experience, pricing, segmentation, new product development and forecasting.
Dhruba has a Master’s degree in Market Research, is a Qualified Practising Market Researcher (QPMR), and a Fellow of the Australian Market and Social Research Society.
He is frequently asked to speak at conferences and interviewed by the media. He is on the board of examiners for the QPMR. Dhruba is a history buff and a keen follower of American politics. His three pugs have taught him what it takes to be dedicated to a cause.

DR. CHRIS RIQUIER

Executive Chairman
Chris has specialised in data empowered consultancy for over 20 years spanning commercial, academic and directorship roles. As CEO Asia Pacific at WPP owned Kantar TNS until 2016, Chris led the region based in Singapore, successfully expanding its network from 14 to 18 markets and implementing its digital transformation program.

Chris works jointly with DBM as Executive Chairman and its Asian partner Illuminera as CEO International and is currently focused on the capitalisation of technology and data to improve business decision making.
In addition to commercial roles, Chris is an Advisory Board Member of the Data Science Research Institute at Swinburne University where he has completed a Doctorate on the future of Brand Image measurement.

KIPLING ZUBEVICH

CEO
Kipling is a marketing and strategy leader with over 20 years of experience. Prior to joining DBM as CEO in early 2020, he was the GM of Business Marketing at NAB. During a decade with the organisation he held various leadership roles, overseeing marketing campaigns and strategic programs relating to customer segmentation, customer analytics, advocacy management and marketing transformation. Before NAB, Kipling was a strategy consultant for over 10 years – primarily with Corporate Value Associates. He advised across a broad range of industries including financial services, pharmaceuticals, government, logistics, manufacturing and energy. Kipling has a first class honours degree in Electrical Engineering [Monash], a Master’s degree in Environmental Science [Monash] and a graduate certificate in Strategic Foresight [Swinburne].

TONY WILLIAMS

Executive Director
Tony has almost 20 years experience in market research at both small independent and large global agencies. For the last 15 years he has specialised in the area of Customer Experience and Satisfaction research, managing some of the largest studies ever undertaken in Australia.
More broadly, Tony has vast experience across segmentation, product testing, usage and awareness studies and campaign evaluation, and has worked with clients in sectors including telecommunications, airlines, government, energy, banking and insurance.
Tony is Satmetrix Net Promoter accredited and Director of DBM’s NPS (Net Promoter Score) Practice. He holds a first class degree in Anthropology from University College, London and is a published academic. He also holds UK Market Research Society qualifications and is a full member of the AMSRS. As an avid supporter and member of the Richmond Tigers football club, Tony knows the true meaning of loyalty.

ANGELA BAKER

Executive Director, Research & Analytics
Angela is a research, analytics and insights specialist focused on cutting through the complexity of market research reports, customer insights and behavioural data to inform business planning and strategy. She is results-oriented with a focus on driving positive change via fact-based decision-making in customer experience and product design, brand and communications strategy. Trained as an evolutionary biologist, she has worked as an academic in Australia, Canada, and Finland working across teams to drive data and experimental approaches to develop solutions and solve problems. She has vast experience within the financial services industry. Angela holds an Honours degree in Biology from the University of York and a PhD in Botany, Genetics, Evolution, Statistics from the University of Toronto.

NORRELLE GOLDRING

Executive Director
Norrelle has 20 years’ APAC experience in commercial strategy and both qualitative and quantitative research, working in global research & consulting houses, manufacturers and retailers. Her experience spans sectors including consumer goods, retail, telecommunications, financial services, resources and agriculture. Originating from a PR and marketing background, Norrelle’s client-side experience means she brings real-world experience in problem solving and a commercial perspective. She has developed and delivered first-to-market insights and marketing capability and training programs around Asia Pacific for industry associations and research organisations, and is a longstanding and frequent contributor to a number of trade publications. Norrelle holds a Master of Communications Management from the University of Technology, Sydney and a postgraduate Diploma of Wine Science from the University of Adelaide.

CHANTAL MCCRAE

Executive Director
Chantal’s 20-plus year career in commercial leadership spans multiple industries including the public sector, telecommunications, insurance, banking and superannuation. At DBM her multifaceted responsibilities include oversight of human resources, risk management, efficient operational delivery, and elevating team performance.

Results oriented, Chantal uniquely combines a human-centred approach and a data-empowered philosophy with best practice thinking to drive strategic business outcomes. She holds a Bachelor of Commerce (Deakin University) and a Masters in Human Resource Management (Monash University). She volunteers her skills and time in a number of local community organisations and is a proud mother to three young sons.

KERRY SPROSTON

Executive Director
Kerry has worked in partnership with government clients and academics for
25 years, providing expert advice and tailoring research to meet their needs.

She has a strong track record, and extensive credentials, in social research and program evaluation. Analytical thinking and a solid foundation in quality, reliable and responsive methodology was laid during 15 years with NatCen - Europe’s leading public sector research institute. She is passionate about addressing inequities in public health and helping to inform policy initiatives that make a difference to vulnerable populations. Kerry holds an MA (Hons) in Experimental Psychology from Cambridge University.

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